AdExchanger News for January 25, 2018

Today's Must Read - Facebook Finally Opens The Door To Third-Party Brand Safety Measurement [AdExchanger | Optimizing the News] Today from AdExchanger Friday, January 25 Join Us [Industry Preview, January 23-24, 2019]( - Thank you to everyone who made the conference a huge success! If you registered for the conference, you'll find session replays and slides in the official app. --------------------------------------------------------------- Today's Must Read [Facebook Finally Opens The Door To Third-Party Brand Safety Measurement]( DoubleVerify and OpenSlate are the first two verification vendors to earn their stripes, both of which developed automated tools to deal with the particularities of Facebook’s proprietary platform. Integral Ad Science is in the process of developing a brand safety solution for Facebook. [More.]( [Facebook]( [Twitter]( [LinkedIn]( --------------------------------------------------------------- More from AdExchanger [OpenX Moves Its Exchange To Google Cloud]( Once complete, OpenX expects its publishers and buyers will see several benefits. Speed will improve, helping OpenX to become more agile. [More.]( [Industry Preview: TV Broadcasters Embrace Their Non-Linear Future]( “We all know that TV does drive ROI, but there haven’t really been any proof points like there has been in digital,” said Donna Speciale, Turner’s president of advertising sales, at AdExchanger’s Industry Preview event in New York City on Wednesday. [More.]( [Fighting Fraud In A Mobile-First World: How Marketers Can Stay Ahead Of In-App IVT]( Creating consequences for noncompliance is also critical. Strict IVT policies help penalize careless publishers and encourage accountability from top to bottom. [More.]( [Wunderman Thompson CEO Mel Edwards On Leading A 20,000-Person Merger]( The goal behind the Wunderman and J. Walter Thompson merger, which brought together a digital and CRM agency with one of the world’s oldest creative agencies in November 2018, is to provide more integrated and streamlined services for clients. JWT will soak up data and technology skills from Wunderman, while Wunderman gains expertise in brand advertising. [More.]( [CNIL Vs. Google: Has Winter Finally Come For Ad Tech?]( I think it’s reasonable that other supervisory authorities will want to weigh in on this subject in the near term. Perhaps they do this with fines, or maybe by offering guidance documents. [More.]( [Are The New ‘Flixes’ Just Short-Term Fixes? How History May Repeat Itself In The OTT Streaming Era]( Media companies seem quite excited about flixes. By delivering their own streaming service, they now have access to audience data, content consumption insights, complete pricing control and authority over user experience design. [More.]( [The Neustar Identity DMP]( [The Only DMP with Built-In Identity - Learn More]( [www.marketing.neustar]( News Round Up Down On Digital Media It was a tough week for digital media. BuzzFeed said Thursday it would cut 15% of its workforce – roughly 250 people – as it struggles to meet revenue targets in a challenging market, The Wall Street Journal reports. [More](. And Verizon Media Group, formerly Oath, will cut about 800 employees – 7% of staff – while shuttering some of its less popular digital media assets, WSJ also reported. Neither of the layoffs are particularly surprising. BuzzFeed fired 100 people in 2017 and has fought to meet its aggressive revenue targets since, despite raising $500 million in funding. And in December, Verizon took a $4.6 billion write-down on Oath, which combined the digital media properties of AOL and Yahoo. [More](. Legacy news was also hit, with Gannett slashing newspaper teams across the country as part of a cost-cutting plan, and Condé Nast announcing paywalls for all of its titles. [More at Adweek](. Binged By China The Chinese government has blocked Microsoft’s Bing from running on the country’s censored internet, despite Microsoft's censoring of search results in accordance with the government’s rules. It’s unclear whether the block is permanent, but it sends a clear signal to Western companies trying to access users in the world’s largest internet market, The New York Times reports. Blocking Bing also unravels Microsoft’s decade-long effort to crack the Chinese market with its Windows and cloud services. But it’s just another effort by China, which also banned WhatsApp and Instagram in recent years, to squash the influence of Western tech companies on its regulated web. [More](. Facing Addressable TV UK advertisers are redirecting Facebook budgets to addressable TV. Duracell pulled spend from Facebook in the United Kingdom because its video ads weren’t being seen. Other brands are fed up with the platform’s lack of attribution data, such as sales lift, recall and purchase intent, Digiday reports. Broadcasters, meanwhile, are beefing up their analytics. Sky TV now shares analytics with advertisers and introduced Moat verification for its set-top box audience. And as DTC marketers increase their TV spend, they’re looking for the campaign reporting and measurement they are accustomed to online. “TV advertisers are moving away from Facebook in relatively big numbers,” says a holding company exec. “They’re putting that money back into TV because it’s more regulated and is starting to establish a proposition around targeted ads.” [More](. But Wait, There’s More! - [How P&G Is Dealing With The DTC Threat]( - Business Insider - [Creative Agencies Feel Pressure To Hold On To Ad-Weary TV Viewers]( - NBC - [Where Amazon Returns Go To Be Re-Sold By Hustlers]( - The Atlantic - [Patreon Passes 3M Patrons, Expects To Pay Creators $500M This Year]( - Variety - [WARC: Global Mobile Ad Spend Report]( - release - [US Ad Spend Grew By 4.1% In 2018, Matching GDP Growth]( - MediaPost - [Facebook Promises To Crack Down On Scam Ads After UK Lawsuit]( - WSJ - [Publicis’ Levy On Ad Industry, M&A, Tech Challenges, Brexit]( - Bloomberg You’re Hired! - [The Media Kitchen Enters Asia, Hires Head For Shanghai Office]( - Mumbrella - [Digitas Global Head Of Programmatic Joins OpenX]( - release - [The Washington Post Hires Jarrod Dicker As VP, Commercial Technology Development]( - release Podcasts [The Big Story Episode 27:]( A Funny Thing Happened On The Way To France [The Big Story Episode 26:]( This Episode Brought To You By The Letters CES And PMP [The Big Story Episode 25:]( The Data Deluge At CES [The Big Story Episode 24:]( All Hail 2019! [The Big Story Episode 23:]( Closing Out The Year With OpenX And Google [The Big Story Episode 22:]( WPP’s Big Plan [The Big Story Episode 21:]( Sir Martin Sorrell’s Botanical Curiosity [The Big Story Episode 20:]( Fuel For The Holidays [The Big Story Episode 19:]( DTC Disrupts The Competition [The Big Story Episode 18:]( Thus Spoke The Electorate [The Big Story Episode 17:]( Planting Seeds In The Walled Gardens [Check out all episodes of The Big Story >>]( [AdExchanger Talks Episode 111:]( Sovrn's Walter Knapp [AdExchanger Talks Episode 110:]( eMarketer's Lauren Fisher [AdExchanger Talks Episode 109:]( Twitter's Matt Derella [AdExchanger Talks Episode 108:]( Centro's Shawn Riegsecker [AdExchanger Talks Episode 107:]( Sparrow Advisers' Ana Milicevic [AdExchanger Talks Episode 106:]( LinkedIn's Penry Price [AdExchanger Talks Episode 105:]( Vistar Media's Michael Provenzano [AdExchanger Talks Episode 104:]( GCA Advisors' Josh Wepman [AdExchanger Talks Episode 103:]( Dotdash's Neil Vogel [AdExchanger Talks Episode 102:]( Jounce Media's Chris Kane [AdExchanger Talks Episode 101:]( Unruly Media's Norm Johnston [Get More AdExchanger Talks Episodes >>]( Events [Industry Preview 2019](, NYC, January 23-24, 2019 [PROGRAMMATIC I/O + AdExchanger Awards](, San Francisco, April 29-30, 2019 [PROGRAMMATIC I/O](, New York, October 15-16, 2019 Share This Email: [Facebook]( [Twitter]( [LinkedIn]( [Google+]( | [Forward To A Friend]( AdExchanger | 41 E. 11th Street, Floor 11 | NYC | 10003 [Update your email preferences]( [Facebook]( [Twitter]( [LinkedIn]( [Blog](